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Hype or reality? What do Facebook fans and Twitter followers really mean to your brand? Let's find out!
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SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
I LIKE, I LIKE! IN PURSUIT OF…..?
WHY PEOPLE LIKE BRANDS ON FACEBOOK?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
700 Million + Users,
We don’t need to say why we LOVE Facebook!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
But the eternal question is
Why do people ‘Like’ & ‘Follow’ Brands on Social Networks?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
Are Facebook Pages a feel good, number chase for brand managers?
Or are there any real concrete emotions & benefits for the brand? Let’s find out!!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
INTERACTIONS + FEELINGS = BRANDS
INTERACTION HAS GONE ONLINE AND SO HAVE
BRAND EXPERIENCES!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
A positive brand experience creates a loyal band of customers, Several researches have proved That brand which engage with their customers in the online space whether it is via an online
Contest or constant conversations on Facebook pages & twitter - tend not only to induce purchase, But also increase recommendation to friends an family
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
FANS LIKE YOU IN PURSUIT OF…
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
Special Offers & Deals 37%
Current Customers 33%
Other 1%
Service/ Sup-port or Product
News5%
Interesting/ Entertaining Content
18%
Friends are fans of Brand6%
WHY PEOPLE ‘LIKE’ BRANDS ON FACEBOOK?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
37% - The majority of your fans come in search of a special deal or offer…..
Do you have one?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
33% of your customers bring
in 6% of their network via recommendations!
How are you gratifying them?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
While 18% are in interested in
entertaining content, 5% come via social search on products & news.
What after they ‘Like’ you? Do you have a plan?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
Special Offers & Deals 43%
Current Customers 23%Other
1%
Service/ Support or Product News
3%
Interesting/ En-tertaining Content
23%
Friends are fans of Brand6%
Chart Title
WHY PEOPLE ‘FOLLOW’ BRANDS ON TWITTER?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
UNLIKE FACEBOOK ON TWITTER
A whooping 47% of Followers are looking for deals…
Plan your offers/ deals in advance to keep the interest going
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
A mere 23% of your
existing customers bring about
6% of their network
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
And 23% of
users follow you for cool content, that they can re –tweet and promote themselves
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
AND HOW MANY BRANDS DO THEY ACTUALLY KEEP TRACK OF
1 2 to 5 5 to 10 10 or more
12
53.4
21.2
13.2
Nearly 53.4 % people follow 2 – 5 brands on Facebook & Twitter… Are you one of them?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
WHAT HAPPENS AFTER
THE “LIKE” OR “FOLLOW”
ARE THOSE BRANDS CONSIDERED WHEN IN THE MARKET, SHOPPING FOR PRODUCTS OF A PARTICULAR CATEGORY?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
NEVER 3%
SOMETIMES 29%
USUALLY 42%
ALWAYS 27%
PEOPLE WHO FOLLOW BRANDS ON FACEBOOK CONSIDER THEM BY 42% USUALLY WHEN SHOPPING FOR PRODUCTS OF A PARTICULAR CATEGORY
FROM THIS ANALYSIS WE REALIZE THAT 98% PEOPLE DO CONSIDER THE BRANDS THEY LIKE ON FACEBOOK WHILE IN THE MARKET
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
THIS NUMBER GOES UP ON TWITTER, WHERE 48% OF PEOPLE WHO FOLLOW BRANDS DO CONSIDER THEM WHILE MAKING A PURCHASE OF PRODUCTS IN A PARTICULAR CATEGORY
FROM THIS ANALYSIS WE REALIZE THAT 97% PEOPLE DO CONSIDER THE BRANDS THEYFOLLOW ON TWITTER WHILE IN THE MARKET
NEVER 2%
SOMETIMES 27%
USUALLY 48%
ALWAYS 24%
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
AND FINALLY DO THEY REALLY BUY?
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
NEVER SOMETIMES USUALLY ALWAYS
Series1 2.99 36.66 42.69 17.46
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
42.5
42% OF FACEBOOK USERS USUALLY BUY THE BRANDS THEY LIKE AND 17% ACTUALLY DO BUY!!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
NEVER SOMETIMES USUALLY ALWAYS
Series1 3.14 31.37 45.88 29.61
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
42.5
47.5
THE GOOD NEWS IS 45% OF TWITTER USERS USUALLY BUY THE BRANDS THEY FOLLOW AND 29% ACTUALLY DO BUY!!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
23.6% 24%
70%
WHAT’S THEIR ONLINE EXPERIENCE LIKE?...
DOWNLOAD A BRAND APP CO CREATE BRANDED CONTENT
EXPERIENCE THE BRAND VIACONTESTS & SWEEPSTAKES
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
TO CONCLUDE
SOCIAL MEDIA IS NOT ANOTHER ACCESSORY IN YOUR MARKETING PLAN!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
IT IS THE CORE OF YOUR BRAND OUTFIT!
SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM
By Nipun Kapur Social Media Evangelist & Online Reputation Management Specialist
Managing Director DRAFTFCB Interactive card.ly/nipunkapur